THE EFFECTS OF DIGITAL TRANSFORMATION STRATEGIES AND ITS ANTECEDENTS ON ORGANIZATIONAL SURVIVAL OF REAL ESTATE BUSINESSES IN THAILAND
Keywords:
Servant Leadership, Entrepreneurial Characteristics, Digital Transformation Strategies, Organizational Survival, Real Estate BusinessAbstract
In this study, the researcher examines the effects of digital transformation strategies and its antecedents on organizational survival of real estate businesses in digital transformation in Thailand. The samples in this study included 520 employees working in real estate business. Purposive sampling techique was used to select the studied areas incluidng Bangkok, Samut Prakan, Pathum Thani and Nonthaburi because of the growth of real estate business and convineince sampling techique as employed for data collection. The questionaires were used as research instrument, validated through 5 experts with the index of item objective congruence (IOC) ranging of .80 – 1.00 and occupied of Cronbach’s alpha ranging of .994 - .998. The data was analyzed using descriptive statistics incluidng frequency, percentgae, mean, standard deviation, skewness, and kurtosis and inferentail statistics incluidng structural equation modeling for hypothesis testing. The finding indicated that servant leadership had an positive influence on entrepreneur attributes and organizational survival. In the meantime, entrepreneur attributes had an positive influence on organizational digital transformation strategies. In addition, organizational digital transformation strategies had an positive influence on organizational survival. However, the study also indicated that entrepreneur attributes did not have a direcct positive influence on organizational survival and servant leadership did not have a direcct positive influence on organizational digital transformation strategies. The result of this can contribute to entrepreneurs in real estate business in digital transformation in Thailand to focus on servant leadership, entrepreneur attributes and organizational digital transformation strategies so that they can have organizational survival.
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